Translation Value Explained: A Case for Quality Translation to Non-Linguist Clients

Are you considering expanding your business internationally? If so, translation of your content is likely on your to-do list. You might be tempted to save costs by using free online translation tools or hiring the lowest-cost provider available. Before you make that decision, consider this cautionary tale:

As a business leader, you understand the value of quality in your products and services. However, when it comes to translation, the value of quality can be less obvious—especially if you don't speak the target language. This guide will help you understand why quality translation matters, how it impacts your business goals, and how to make informed decisions when investing in translation services.

Understanding the Client's Perspective

Before we can effectively communicate the value of quality translation, we must understand why clients often undervalued it. Three common misconceptions persist:

1. "Anyone who speaks two languages can translate." This fundamental misunderstanding overlooks the specialized training, subject matter expertise, and cultural knowledge that professional translators bring to their work.
2. "Machine translation is good enough for most purposes." The rapid improvement of MT tools has created the illusion that human translators are becoming obsolete, rather than recognizing that their role is evolving.
3. "Translation is a commodity service with standard pricing." This perspective fails to recognize the varying complexity of different content types and language pairs.

These misconceptions stem from several factors:

• The paradox of quality translation: When translation is done exceptionally well, it becomes invisible—readers don't notice they're reading translated content. This invisibility makes excellence hard to appreciate.
• Black box perception: Many clients don't understand the translation process, the cognitive effort involved, or the research required.
• Budget pressures: Procurement departments increasingly treat translation as a commodity to be purchased at the lowest possible price point.

How Quality Translation Drives Business Objectives

Rather than viewing translation as just another expense, successful global companies treat it as a strategic investment that directly supports core business objectives:

Airbnb's Localization-Driven Growth

When Airbnb implemented their comprehensive localization strategy—focusing on quality rather than just translation—they saw nights booked outside the US increase from 50% to 75%. Their commitment to cultural nuance and local relevance directly contributed to their international market growth.

Quality translation helps you:

• Communicate your value proposition effectively in new markets.
• Adapt your messaging to resonate with local cultural contexts.
• Build trust with customers who prefer to buy in their native language.

According to a Gallup study of global consumers, 75% of non-native English speakers prefer to buy products with information in their native language, and 60% rarely or never buy from English-only websites.

HSBC Bank's $10 Million Recovery 

HSBC Bank learned this lesson the hard way when their US campaign "Assume Nothing" was mistranslated as "Do Nothing" in multiple markets. The banking giant spent approximately $10 million to rebrand their entire international private banking operation. This costly error demonstrates how initial investment in quality translation represents a fraction of potential recovery costs.

Quality translation protects your business by:

• Ensuring regulatory compliance in different jurisdictions
• Preventing miscommunications that could damage your brand
• Providing accurate information about your products or services

McDonald's Brand Messaging Strategy 

McDonald's has mastered the art of adapting its marketing messaging across cultures while maintaining brand consistency. In India, they highlight vegetarian options and cultural relevance, while their "I'm lovin' it" tagline is thoughtfully translated to maintain emotional impact across languages.

Quality translation preserves your brand by:

• Maintaining your unique brand voice across languages
• Adapting culturally while staying true to your core messaging
• Creating a consistent experience for customers worldwide

How to Recognize Quality in Translation (Even If You Don't Speak the Language)

As someone who doesn't speak the target language, how can you evaluate translation quality? Here are practical approaches:

Focus on Business Outcomes

Track metrics before and after implementing translated content:

• Conversion rates on translated pages
• Customer engagement with localized content
• Support tickets from international markets
• Sales performance in target regions

Implement Feedback Mechanisms

Collect input from native speakers:

• Brief in-language surveys asking about content clarity
• Translation quality ratings embedded in digital content
• Systematic tracking of language-specific customer comments

Ask the Right Questions of Your Translation Provider

Quality-focused translation partners should be able to clearly explain:

• Their translator selection process and qualifications
• Quality assurance procedures and review stages
• How they handle industry-specific terminology
• Their approach to cultural adaptation beyond word-for-word translation

Common Translation Approaches and When to Use Them

Different content types require different translation approaches. Understanding these options helps you allocate your budget effectively:

Machine Translation

Best for: High-volume, internal, time-sensitive content with low risk.

Examples: Employee knowledge bases, preliminary research, and internal communications.

Considerations: Data privacy concerns when using free services; significant limitations for customer-facing content.

Machine Translation with Human Post-Editing

Best for: You can use MTPE services for content with moderate visibility or risk where budget constraints exist.

Examples: Support documentation, knowledge base articles, and basic product information.

Considerations: Adobe uses this approach for their knowledge base content while investing in full human translation for marketing, legal, and user interface elements.

Professional Human Translation

Best for: High-visibility, high-risk, brand-sensitive content.

Examples: Marketing campaigns, legal documents, website content, and product interfaces.

Considerations: GE Healthcare implements rigorous translation protocols for all medical device documentation, recognizing that even minor translation errors could have life-threatening consequences and regulatory implications.

Transcreation

Best for: Creative, culturally sensitive, or emotionally driven content.

 Examples: Slogans, advertising campaigns, social media content.

Considerations: When Coca-Cola entered the Chinese market, they chose transcreation over direct translation, creating brand messaging that resonated with local cultural values while maintaining their core brand identity.

Making Smart Translation Investments

Consider Total Cost, Not Just Initial Price

According to the Localization Industry Standards Association, fixing a translation error costs 2-3 times more than getting it right the first time, and this multiplies when errors reach customer-facing materials.

When IBM expanded into 170 countries, they implemented a content classification system that allocated translation resources based on content criticality, ensuring appropriate quality levels without unnecessary expense.

Provide Context to Your Translation Partner

Develop a brief that includes:

• Primary business objectives for the translated content
• Target audience characteristics and cultural considerations
• Brand voice requirements and terminology preferences
• Technical/regulatory constraints
• Examples of previous translations you were happy with

This information dramatically improves translation quality and relevance regardless of which provider you choose.

Invest in Translation Memory and Terminology Management

These technologies:

• Ensure consistency across all your translated content.
• Reduce costs for repetitive content and updates.
• Accelerate turnaround times for future projects.

Salesforce maintains comprehensive translation memory and terminology databases for all their target languages, ensuring consistent voice across their ecosystem while reducing ongoing translation costs.

When Translation Quality Really Matters

While budgetary constraints are real, some content types demand the highest possible translation quality:

Legal and Compliance Materials

Pepsi's infamous slogan translation that suggested their product would "bring your ancestors back from the grave" in Chinese represents countless similar miscommunications that can have serious legal implications.

Similarly, while translating your critical legal documents, you should go for professional legal translation services. 

Revenue-Generating Content

Website landing pages, product descriptions, and sales materials directly impact purchasing decisions. Netflix's investment in high-quality localization was a key factor in their successful global expansion, enabling them to compete effectively with local streaming services.

Brand-Defining Materials

Your About Us page, mission statement, and core marketing messages define who you are to new markets. Apple maintains strict translation quality standards for all user-facing content, considering it an essential part of their premium brand experience.

Safety-Critical Information

User manuals, warning labels, and health information require absolute precision. Toyota invests heavily in accurate translation of safety information and vehicle manuals, recognizing both the ethical and legal implications of miscommunication.

Final Verdict

Quality translation is not just a linguistic exercise—it's a strategic business investment that directly impacts your global success. The most successful global companies don't view translation as an afterthought or a necessary evil. Rather, they integrate language strategy into their core business planning, recognizing that effective communication across languages is fundamental to international growth.

Don't let language barriers limit your global potential. Connect with our translation experts at MarsTranslation to develop your international communication strategy."